SITUATION ANALYSIS: (Where are we now?)

Situation analysis is goal performance which utilises the 5s’s: Sell, Serve, Sizzle, Speak and Save. It is customer insight as well as SWOT analysis, brand perceptions and internal capabilities and resources.

OBJECTIVES: (Where do we want to be?)

Your objectives are your sales and market share, customer services, stickiness and wow factor, dialogue and quantified efficiency gains.

STRATEGY: (How do we get there?)

  • Segmentation, Targeting and Positioning
  • OVP (Online Value Perception)
  • Sequence (credibility before visibility)
  • Integration
  • Tools

TACTICS: (How exactly do we get there?)

Tactics involve a mix of e-marketing:

  • The Communications Mix
  • Social Networking
  • What happens when

ACTION: (The detail of Tactics)

Who does what, and when. External vs. Internal and Systems & Processes.

CONTROL: (How do we monitor Performance?)

We monitor performance by using:

  • The 5s’s: Sell, serve, sizzle, speak and save.
  • Customer Service Surveys
  • Usability Testing/Mystery Shopping
  • Site visitor Profiling
  • Frequency of Reporting
  • Process of reporting and actions

SOSTAC® is a registered trade mark of PR Smith. For more information on SOSTAC® Planning & becoming a SOSTAC® Certified Planner visit .


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